Ontraport Pricing revamp
Year: 2022
Role: Lead designer
Type: UI/UX
Contributors: Angela Fornelli (CDW), (Derrick Zhang (FEE)
Task: Ontraport’s pricing page needed to be updated with the brand’s new standards, update pricing tiers, and a way to customize your account.
Solution: Rebrand Ontraport pricing page content and UI/UX to:
Simplify and make it more apparent what you’re getting in each package
Declutter hero section and highlight achievements and trust seals
Allow visitors to customize their account created pricing transparency
Update the Ontraport brand and consistency
My contributions:
Research, wire-framing and high-fidelity site mockups
Open graph images and page graphics
Cross-department collaboration and developer hand-off
Before redesign
Overcomplicate and obscure what’s included in each package.
Prevent visitors from customizing their accounts, creating confusion around pricing transparency.
Brand and content was outdated and inconsistent.
CTAs were different and leading to confusion about the purpose of this page ultimately making page optimization inconclusive.
After redesign
Key design elements:
Visual Hierarchy: Introduced a floating sidebar that enables users to tailor their accounts while comparing and adjusting requirements for their unique business needs.
Feature Toggles: Simplified the process of toggling features on and off, allowing users to easily compare prices and package details, improving the shopping experience.
User experience focus:
Customization: Empowered users to personalize their accounts with ease, ensuring the design meets the diverse needs of unique businesses.
Transparent Pricing: Clearly displayed add-ons, pricing tiers, and "done-with-you" package options for better pricing clarity.
Mobile-First Design: Prioritized mobile and tablet versions, ensuring a seamless experience for users primarily accessing via mobile devices before expanding to desktop design.
